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Digital media makes up nearly two-thirds of consumers’ total time spent with media

Article by Arielle Feger  |  Aug 13, 2024
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Digital media makes up nearly two-thirds of consumers’ total time spent with media
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Time Spent with Media
United States
Average Time Spent per Day With Total Media by US Adults, 2019-2026 (hrs:mins, % of total time spent with digital media, and % of total time spent with traditional media)
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Key stat: Digital will make up 63.7% of the 12 hours and 37 minutes (12:37) per day US adults spend with total media in 2024, per our forecast.

Beyond the chart:

  • Time spent with mobile will hit 4 hours (4:00) per day among US adults, making it the most popular media access point in 2024, according to our US Time Spent With Media H2 2024 Update report.
  • Time spent with connected TV (CTV) will grow 8.3% this year to reach 2 hours and 15 minutes (2:15) a day this year. However, CTV still trails traditional TV, which adults will spend 2 hours and 55 minutes (2:55) a day with this year.
  • US adults will average 6 hours and 45 minutes (6:45) per day watching video this year. Of that, over half will be via digital video channels and formats.

Use this chart:

  • Highlight the importance of investing in digital media.
  • Make the argument for reallocating marketing budget away from traditional channels.
  • Emphasize the need for targeted, data-driven campaigns to reach consumers where they spend the most time.

More like this:

Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.